CT’s Largest Community Health Center Alliance CHCACT 2013 Advertising & Marketing Initiative

Objectives CT’s FQHCs work together to promote all 13 of the Community Health Centers on a statewide level Raise awareness levels and understanding of CHCs with all target audiences Help to secure additional funding at the legislative level

Strategies Leverage combined efforts and dollars to secure mass media advertising & promotional efforts Utilize ‘best practice’ models of various CHCs (Cornell Scott Hill Health, Optimus, Southwest, etc) to assist other CHCs with limited resources

Audiences Patients Legislature & Policy Makers Community Organizations Health Care Professionals, Leaders, Pundits Press

Messaging Patients: Legislature, Policy Makers, Press, General Public “We’re Your Medical Home” “You Made A Good Choice for Your Health Care Needs” Legislature, Policy Makers, Press, General Public “CT Community Health Care Alliance Helps Drive Connecticut’s Economy” CT Community Health Care Alliance Serves Millions and Saves Millions”

Tactics Advertising Bus Cards/Transit Local/minority Radio spot Small (urban/inner city) Billboards Social Media FB ads, Tweets, You Tube ads, Google Ads Mobile device training & support for essential apps and how to use them For Tablets, iOS, Android phones Filming & Photography Shooting video footage and photos at each health center Compile into videos and slide shows Capabilities Brochure Special Events (health fairs) Public Relations Editorial Calendars Press releases *Each health center will have it’s own ‘custom-tailored’ mini-marketing plan with will accomplish two things: tie into the overall, statewide Alliance marketing program but also augment your particular, individual marketing efforts.

Creative Approach – Use “The Alliance” brand

Timeline March - review and approve plan April – complete creative for ads May- launch campaign statewide June thru Dec – run ad campaign; provide publicity support for special events and other Alliance activity around the state

Budget Estimates Per Health Center Advertising - $3,000 -$5,000 Minority newspaper print ads Bus Cards, Radio Social Media - $300 - $500 FB ads, Tweets, You Tube ads, Google Ads, Filming Videos, Photography, Mobile App support Public Relations/Editorial Calendar - $600 Brochure - $300 - $500 Special Events (health fairs) Banner (table or pop-up display) - $250